Accounting office advertising – example of a Google AdWords campaign
Google AdWords advertising allows companies from almost every industry to promote their products and services.
AdWords Advertisers can easily reach internet users interested in specific services/products, as they have the opportunity to present their offers in Google search results, on websites participating in the Display Network, on YouTube, and in the Gmail inbox. Thanks to such a wide reach and the ability to reach carefully selected target groups, AdWords advertising is often used as one of the primary forms of promotion. Online store owners, window blind manufacturers, plumbers, and hotel owners all use it. Because each industry is different, and each advertiser may have different goals, reach, and financial capabilities, promotional activities must be tailored to the individual. However, to choose the best advertising methods, it is first necessary to familiarize yourself with all the options. Today, we have gathered a handful of tips for you to
advertising for an accounting office was simple and effective! Thanks to our experience in conducting over 100 campaigns in this industry, we have prepared a guide with some valuable tips for anyone who would like to start promoting their office. Below, we explain why
advertising for an accounting office should be based on Google AdWords.
Accounting office advertising - search statistics
According to statistics, there are over 2,300,000 companies operating in Poland, and 93,835 were established in the first quarter of 2018 alone. Every operating company is required to maintain accounting records. Around 37% of entrepreneurs choose to handle this on their own or hire their own accountant, while the remaining nearly 63% use the services of an accounting firm. With approximately 40,000 accounting firms registered in Poland, competition in this field is fierce. So what can you do to be found by entrepreneurs seeking accounting help? Meet their needs! Show your best side both when they're actively seeking help and when they're already using it, perhaps unaware that something more suitable is just around the corner. Google AdWords is a great tool in this regard. Thanks to its diverse campaign types, AdWords advertising allows you to reach diverse audiences and present your offer to both those who are searching and those who have not yet started or have already completed their search. Within Google AdWords, accounting firms can use the following ad types:
1. Text ads on the Google Search Network
The most important components of this type of campaign are keywords and ad content. Keywords should be selected primarily based on the services provided. It's also important to remember that internet users may use different terms for specific services. Therefore, it's worth using a keyword planner, which will not only show the number of searches for specific terms but also suggest other keywords to use. Below are three groups of sample keywords worth considering when building a campaign: General keywords:
Local phrases (targeting selected cities or districts):
Phrases related to specific services (e.g. seasonal, such as PIT settlement):
Ad content should present the most important information about your offer and what distinguishes it from the competition. This content encourages internet users to visit your website and learn more about the offer. Therefore, it's worth providing information about the types of services and prices, and including a clear call to action, e.g.
2. Remarketing on the Google Display Network
These are static banner ads displayed to internet users who have previously visited the advertiser's website. They appear on websites participating in the Google Display Network (including onet.pl, wp.pl, and YouTube), and their purpose is to remind internet users of the offer of a website they previously visited (and left without engaging with the advertiser, such as sending a query). Remarketing allows you to reach people who were on the website up to 540 days earlier with your advertising message. It is an excellent complement to search campaigns. Example:
3. Display ads on the Google Display Network
Banner ads appearing on websites participating in the Google Display Network (which currently comprises over 2 million websites). They are displayed to internet users in carefully selected target groups, based on factors such as: keyword targeting, i.e., pages saturated with specific phrases, such as "business accounting" or "accounting services"; audience interests, i.e., internet users searching for information related to things like financial services or tax services and assigned by Google to appropriate audience groups; topics, i.e., people visiting websites related to starting a business or accounting; destinations, i.e., internet users visiting specific websites selected by us (provided they are participating in the Google Display Network); demographics, i.e., age, gender, and family status. A huge advantage of the display network is that different targeting types can be combined to reach the best possible (and most narrowly focused) target group. An additional advantage is that advertisers can create eye-catching graphics that subtly encourage users to visit the website even before they actively search for specific services. Banner ads are therefore a key element in building brand awareness, and thanks to them, a company's name often sticks in users' minds (often completely free, as ad impressions cost nothing). When a user needs a specific service, this can translate into a user typing a specific phrase into a search engine and seeing a text ad from a company they've already learned the name of, being more likely to click on that ad.
4. Gmail Sponsored Promotions
An ad that appears in the Gmail inbox consists of a teaser (looking like an email) and the actual ad, displayed after clicking the teaser. A Gmail ad can contain a graphic with an advertising message, a video, or a form. It reaches internet users based on targeting methods almost identical to those used by banners on the Display Network. A significant advantage of this type of ad is that it can be targeted to internet users who receive emails from competing companies. Furthermore, it can be easily saved to the inbox or forwarded. Gmail ads are characterized by a very low cost-per-click and enormous reach, as one in seven people worldwide now uses a Google inbox. Another important element to remember is creating a Google My Business account and creating a virtual business card, which has the potential to appear in search results and on Google Maps. The business card provides internet users with easy access to basic company information, such as the address (with the option to directly access a map and set directions), opening hours, and contact details. Additionally, you can add and check reviews about the company on your business card.
Capabilities
advertising an accounting office There are many. The choice of campaign types depends primarily on the advertising budget and the types of audiences we want to reach. The campaign budget should be estimated primarily based on its reach. A local campaign covering just one city will certainly require lower costs than one targeting, for example, the entire Masovian Voivodeship. Similarly, using only text ads will require less financial outlay than using search engines and advertising networks. When planning a campaign, we must first estimate our budget and then try to allocate it as best as possible. With a limited budget, for example, PLN 2000 per month (in the case of advertising for a single city or even a specific district in large cities), it's worth focusing on keywords that will generate a lot of low-cost traffic. Therefore, we select a few key local keywords (with the name of the city or district) that cost up to PLN 5, rather than PLN 10 or 15, as this would significantly limit the number of clicks and impressions. Additionally, we're launching remarketing, which is significantly cheaper and allows internet users to revisit the website. With a larger budget, say PLN 5000 per month, we can increase the number of keywords and add another campaign type, such as an advertising network. We select the 2-3 targeting types that are most important to us and monitor the campaign's results. If we don't have a budget constraint, we can try expanding the campaign with another targeting type, being careful not to overextend the budget or let it run out prematurely. As you can see, advertising for an accounting firm doesn't have to be limited to standard, increasingly ineffective forms like flyers or newspaper ads. We hope our guide has provided you with a deeper understanding of the topic and cleared up any doubts about whether you should actually advertise your services online. We encourage you to get your presence seen in search engines and acquire new clients.
If necessary, we provide assistance, knowledge, a free audit, and take care of your campaigns just as you take care of your clients' finances.Summary
The above article covers the following topics:
- Example of a Google AdWords campaign for an accounting office
